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Tighter advertising rules
The Czech Republic is moving towards a stricter gambling advertising regime. The basis remains the provisions on licensing, consumer protection and responsible play; on their basis, the requirements for the visibility of warnings, targeting, bonus formulations, the use of influencers and sponsorship integrations in sports and media are consistently strengthened. The goal is to reduce the impact of advertising on vulnerable groups and the "noise" around aggressive offers, while maintaining a legal, transparent market.
1) Why tightening is happening
Youth protection: excluding contact with 18- content.
Problematic behavior: preventing the romanticization of "easy money," clear disclaimers about the risks.
Digital ethics: limiting intrusive mechanics (timers, forced pop-ups, "planes fly away," etc.).
Transparency of bonuses: rejection of dishonest representations of "free" bets and freebets without key conditions.
2) What exactly is tightening (content and layouts)
Mandatory warnings: noticeable labeling of 18 + and addiction risks; in digital - in sight without scrolling.
Prohibition of "guarantees" and promises of income: no rhetoric "without risk," "earn easily," "100% success."
Fair presentation of bonuses: in creativity - at least a set of key conditions (turnover, minimum coefficient, deadline, market restrictions).
Age images: in advertising - only adults; aesthetics and plot - without references to teenage culture.
Anti-manipulation: restrictions on "dark patterns" (false deficit, hidden checkboxes of consent, autorun sound).
3) Platforms and formats: where you can, where you cannot
UN/individual carriers: tightening standards for presence near schools/universities, children's facilities and transport hubs; point moratoriums in "children's corridors" are possible.
TV/streaming: strict restrictions on the frequency of mentioning coefficients in broadcasts, prohibitions on "sewn" calls in children's broadcasting slots, mandatory sound/visual warnings.
Digital advertising: age verification and excluding audiences, retargeting restrictions, look-alike bans on minors, mandatory "Ad" labels in native.
Influencers and partners: you can only cooperate with sites where we fulfill age control; public responsibility for the texts and storytelling of the influencer.
4) Sports sponsorship
Naming and logos: local bans on placement on children's uniforms, in children's areas of stadiums are possible; visual control in the presence of a family audience.
Screens and perimeters: reducing the intensity of "bet now" in live broadcasts, banning aggressive call-to-action during key gaming events.
Activations: codes and promos - only with visible warnings and age barriers; for youth tournaments - zero visibility of the betting brand.
5) Digital compliance: new standards
Age-gating: hard filters in ads, logging targeting settings.
Clean landing: on the first screen - warnings, link to bonus rules, RG tools; absence of auto-open conditions.
Frequency caps: restrictions on impressions per user, prohibition of pursuing creatives after failure.
Data and privacy: transparent cookies policy, prohibition of hidden data transfer to third parties for "gray" retargeting.
6) Influencers, media and affiliates
Contractual liability: brief with explicit prohibitions on "easy money," mandatory layouts/texts of warnings.
Proof-of-age: confirmation of the channel/community age audience; rejection of teenage formats.
Affiliates: white SEO/content techniques, no "no deposit" clickbait waiver without disclosing terms; mandatory RG blocks on pages.
7) Enforcement and sanctions
Checks and "secret purchases" of creatives: monitoring layouts in the media, on billboards, in social networks.
Fines and escalation: for advertising without a license, lack of warnings, targeting minors, false promises - fines, blocking domains/creatives, if repeated - enhanced measures.
Joint responsibility: not only the operator is punished, but also advertising networks/publishers if they have not checked the licensing status and correctness of creatives.
8) Impact on product and UX
RG-by-design: deposit/time limits - in the "hat" of the office, reality checkers with soft reminders.
Bonus constructor: a single template for disclosing conditions; clicking "Get" - only after the checkbox "read the conditions."
Honest communication: in fluff and email - no romanticization, correct probability/risk formulas.
9) Checklists for each day
For operators:- Promo guide and approved wording library; layouts with "hardwired" zone 18 + and RG.
- Pre-moderation of everything: TV video, banner, push, native - through legal/compliance.
- Separate wiki on bonuses: font standards, minimum key conditions, short "TL; DR" in the first screen.
- Log audit: keep screenshots of creatives and targeting settings for 6-12 months.
- Review brand license prior to launch.
- Strict control of frequency and excluding audiences.
- Rejection of those where the audience is "18-" or a significant proportion of adolescents.
- Approved dictionary: no "risk-free" and "guaranteed."
- Map of objects where advertising is excluded (children's sectors, schools, academies).
- Plan "B" in case of point prohibitions in the city/region (OOH → digital content with an age filter).
- Match-day protocols: how many times and where you can show the brand, what formulas are permissible on the scoreboard.
10) Metrics and Reporting
Compliance Rate for Creatives: Proportion of layouts pre-moderated without edits.
RG visibility: proportion of impressions where warnings were in the initial screen.
Age-shield: percentage of impressions with confirmed age targeting.
Bonus transparency: CTR on "Bonus Rules" and complaints about misunderstanding of terms.
Incidents: the number of creatives/locks removed, the speed of reaction.
11) Scenarios 2026-2030
1. Moderately strict (basic): digital restrictions remain, OOH control near schools is strengthened, warnings and "honest design" are standardized.
2. Strict OOH mode: bans on outdoor advertising in sensitive areas of large cities; the emphasis goes into age-gated digital and content integrations.
3. Sponsorship corridor: maintaining title partnerships, but with reduced activations and zero visibility in children's segments.
4. "Transparent digital": advertisers are required to have public libraries of creatives, reporting on audiences and frequencies, automatic labeling of promotional materials.
Tightening advertising rules in the Czech Republic does not block the market, but puts it in the mode of "honest and adult communication": visible warnings, lack of romanticization, strict age control and transparent bonuses. Those who rebuild processes in advance - from creatives to targeting logs - will retain the trust of the regulator, partners and customers, while improving the quality of the product and marketing.